Für die abteilungsübergreifende Zusammenarbeit von Vertrieb und Marketing ist ein professionelles Leadprozess-Management unerlässlich. Hierzu ist es erforderlich, dass beide Abteilungen einen Konsens in der Frage finden müssen, welche Anforderungen eine Adresse erfüllen muss, um als Lead in den Lead-Bearbeitungsprozess im Vertrieb zu gelangen. Außerdem muss der Prozess den ein Lead durchlaufen wird bis er die erforderliche Kaufreife hat, gemeinsam definiert werden.
Angesichts der sich aus diesem Prozess ergebenden Datenmenge (Stichwort: Big Data) lässt sich diese Aufgabe nur mit einem Marketing-Automations-System bewälti-gen, welches sich nahtlos in Ihr bestehendes CRM-System integrieren lässt. Diese Digitalisierung ermöglicht es Ihnen, sämtliche Vertriebsprozesse zu systematisieren und zu vereinfachen. Viele Lead-Management-Programme identi-fizieren B2B-Webseitenbesucher, liefern Ihnen Struktur-daten wie Branche und Firmengröße. Mit Zusatz-Key-words erhalten Sie sogar Informationen zum Bedarf des jeweiligen Homepage-Besuchers. Achten Sie jedoch darauf, dass Ihre Aktivitäten rechtskonform umgesetzt werden.
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